Brand Position
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Brand positioning involves designing a company's offer and image to occupy a distinct and valued place in the target customer's mind. It is about owning a piece of the customer's mind. Examples show how Colgate is associated with protection, Lux with glamour, and Axe with sexual attraction. Effective positioning requires understanding how words affect people, having long-term vision, simplicity, patience, and subtlety. Key components include the target user, frame of reference, key benefits, and reason to believe. Market segmentation analyzes behavioral, demographic, psychographic, and geographic factors. Effective positioning provides points of parity, points of difference, a unique selling proposition, and sustainable competitive advantage. A brand mantra is a short phrase that captures
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Brand Positioning
This document discusses brand positioning and how to establish effective positioning for a company's products or services. It explains that positioning involves designing the company's offering and image to occupy a distinctive place in customers' minds. Key aspects of positioning include defining points of parity and points of difference, choosing compelling differences to communicate, establishing category membership, and sustaining positioning over time. The document provides examples and guidelines for creating an optimal positioning strategy.
Marketing - Brand Positioning
Brand positioning aims to make a brand distinct in customers' minds relative to competitors. Companies emphasize distinguishing features or create a suitable image through advertising. Once positioned, it is difficult to reposition without losing credibility. Successful positioning requires elements like uniqueness, importance to customers, being communicable, understandable, and sustainable through marketing efforts. Companies employ strategies like emphasizing attributes, benefits, applications, user groups, comparisons, or different categories. Brand alliances allow two brands to cooperate, helping penetrate new markets through industrial cooperation or joint promotions. Proper positioning can help brands achieve market success through brand association with leaders or differentiation with new attributes.
Brand positioning
This is a decent short and concise PPT on brand positioning. I have adapted this from someone on Scrbd.
Growing & Sustaining Brand Equity by Biyi Bamiduro
Brand equity is the sum of all the hearts and minds of every single person that comes into contact with your company.” Christopher Betzter
How to position a brand powerfully 04 11-2013
This document provides an overview of how to effectively position a brand. It discusses that positioning is creating a perception or image in the consumer's mind to make a brand appear different and better than competitors. Key aspects of positioning include developing a sustainable competitive advantage by managing consumer perceptions through strategic activities rather than tactics. Effective positioning strategies discussed include focusing on benefits, problem-solving, competition, corporate reputation, target users, causing emotions, value, and personality. Combining multiple positioning strategies is most effective. Proper positioning requires understanding target audiences, competitors, and clearly communicating points of difference and reasons to believe the brand's claims.
Brand Positioning
In this presentation, we will discuss about brand positioning in details which includes the definition, history, the various points of positioning statement, the difference between positioning and advertising and research behind positioning. We will also talk about the re-positioning strategy and positioning of attributes.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
brand Unit 1
The document provides an introduction to the concept of brand management. It defines a brand according to the American Marketing Association as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. It then discusses the meaning and evolution of brands, explaining that branding has been used for centuries to distinguish goods. The document outlines the role and advantages of brands for both consumers and manufacturers. It distinguishes between products and brands, noting that brands can have additional associations beyond core product attributes. Finally, it introduces the strategic brand management process, which involves identifying brand positioning, implementing marketing programs, measuring performance, and growing brand equity over time.
Brand Positioning Pbm
Positioning refers to how organizations want consumers to perceive their product relative to competitors. It involves finding a unique position for the product in the consumer's mind. Effective positioning starts by looking inside the consumer's mind, not at the product's features. A strong positioning strategy clarifies what the brand is about, who it is for, and why consumers should purchase it over alternatives.
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Brand Positioning
This document discusses brand positioning and how to establish effective positioning for a company's products or services. It explains that positioning involves designing the company's offering and image to occupy a distinctive place in customers' minds. Key aspects of positioning include defining points of parity and points of difference, choosing compelling differences to communicate, establishing category membership, and sustaining positioning over time. The document provides examples and guidelines for creating an optimal positioning strategy.
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Brand positioning aims to make a brand distinct in customers' minds relative to competitors. Companies emphasize distinguishing features or create a suitable image through advertising. Once positioned, it is difficult to reposition without losing credibility. Successful positioning requires elements like uniqueness, importance to customers, being communicable, understandable, and sustainable through marketing efforts. Companies employ strategies like emphasizing attributes, benefits, applications, user groups, comparisons, or different categories. Brand alliances allow two brands to cooperate, helping penetrate new markets through industrial cooperation or joint promotions. Proper positioning can help brands achieve market success through brand association with leaders or differentiation with new attributes.
Brand positioning
This is a decent short and concise PPT on brand positioning. I have adapted this from someone on Scrbd.
Growing & Sustaining Brand Equity by Biyi Bamiduro
Brand equity is the sum of all the hearts and minds of every single person that comes into contact with your company.” Christopher Betzter
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This document provides an overview of how to effectively position a brand. It discusses that positioning is creating a perception or image in the consumer's mind to make a brand appear different and better than competitors. Key aspects of positioning include developing a sustainable competitive advantage by managing consumer perceptions through strategic activities rather than tactics. Effective positioning strategies discussed include focusing on benefits, problem-solving, competition, corporate reputation, target users, causing emotions, value, and personality. Combining multiple positioning strategies is most effective. Proper positioning requires understanding target audiences, competitors, and clearly communicating points of difference and reasons to believe the brand's claims.
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In this presentation, we will discuss about brand positioning in details which includes the definition, history, the various points of positioning statement, the difference between positioning and advertising and research behind positioning. We will also talk about the re-positioning strategy and positioning of attributes.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
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The document provides an introduction to the concept of brand management. It defines a brand according to the American Marketing Association as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. It then discusses the meaning and evolution of brands, explaining that branding has been used for centuries to distinguish goods. The document outlines the role and advantages of brands for both consumers and manufacturers. It distinguishes between products and brands, noting that brands can have additional associations beyond core product attributes. Finally, it introduces the strategic brand management process, which involves identifying brand positioning, implementing marketing programs, measuring performance, and growing brand equity over time.
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Positioning refers to how organizations want consumers to perceive their product relative to competitors. It involves finding a unique position for the product in the consumer's mind. Effective positioning starts by looking inside the consumer's mind, not at the product's features. A strong positioning strategy clarifies what the brand is about, who it is for, and why consumers should purchase it over alternatives.
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Brand positioning
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
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Faculty Name: Vishal Desai
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The document discusses brand positioning and provides guidance on how to effectively position a brand. It covers:
1) Defining the target market and analyzing market structure based on product type, benefits, usage, and brand names.
2) Seeking a differential advantage by determining a brand's central or differentiated position and its key benefits relative to competitors.
3) Using an expectancy model to select the most important benefits a brand can uniquely deliver to influence attitudes.
4) Focusing marketing communications on attributes, characteristics, or emotions depending on if purchase motivation is negative or positive.
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1. It defines brand equity as the value customers attach to a brand based on perceptions and associations with that brand.
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Brand positioning part 4
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This document discusses brand positioning and brand values. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand positioning guidelines include defining the competitive frame of reference and choosing points of parity and points of difference. Brand audits assess a brand's health and sources of equity to improve brand management.
V52 Group 6 Writing A Positioning Statement
A positioning statement defines how a marketer wants a target market to view a brand by describing the target market and differentiating the brand. It brings clarity to marketing strategy and communicates the brand position. To write an effective positioning statement, it should include four parts: the target group and their needs, the brand, the product concept, and the point of difference from competitors. Incorporating these four parts into the statement will help effectively communicate the brand positioning.
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Brand positioning
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand positioning
Faculty Name: Vishal Desai
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-This was a Marketing Mangement Presentation.
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This document discusses concepts related to branding, including definitions of what a brand is, how brand equity is measured, drivers of brand equity, and how to position and build pharmaceutical brands. It defines a brand as not just a name or logo but also as perceptions, promises, and human associations. Brand equity is the total value consumers associate with a brand based on awareness, loyalty, quality perceptions and other assets. Key aspects of positioning a brand include understanding competitors and developing a clear USP, benefits, and reasons to believe. The document also outlines models for brand value, personality, and purchase decision-making.
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Brand positioning involves strategically owning a piece of the consumer's mind through differentiation. There are various approaches to positioning discussed in the document, including one-way positioning of being #1 in an important attribute, three-way positioning across product leadership, operational excellence, and customer intimacy, and five-way positioning across product, price, ease of access, value-added service, and customer experience. Effective positioning simplifies messaging for consumers given the limitations of human memory and frames a brand in relation to its competitors on the "ladders" that consumers use to rank brands in different categories in their minds.
Measuring Brand Equity
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
Brand Positioning
The document discusses brand positioning and provides guidance on how to effectively position a brand. It covers:
1) Defining the target market and analyzing market structure based on product type, benefits, usage, and brand names.
2) Seeking a differential advantage by determining a brand's central or differentiated position and its key benefits relative to competitors.
3) Using an expectancy model to select the most important benefits a brand can uniquely deliver to influence attitudes.
4) Focusing marketing communications on attributes, characteristics, or emotions depending on if purchase motivation is negative or positive.
5) Positioning options like reinforcing uniqueness on key benefits or emphasizing benefits delivered better than rivals.
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The document provides an overview of brand equity including:
1. It defines brand equity as the value customers attach to a brand based on perceptions and associations with that brand.
2. Brand equity can be measured both qualitatively through customer perceptions and associations, and quantitatively through financial valuation methods.
3. Increasing brand equity can be done by strengthening brand loyalty through frequent buyer programs or affinity programs, or by raising price if customers perceive value at the higher price point.
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This document discusses brand positioning and identity. It defines brand positioning as how a consumer mentally ranks a brand in their mind based on attributes. Brand positioning involves differentiating a brand from competitors by offering better, newer, cheaper or faster products/services. It also outlines the brand positioning process and methods to differentiate, including product, service and image differentiation. The document also defines brand identity as how a company wants consumers to perceive its brands based on elements like symbols, logos and slogans. It provides examples of dimensions and elements that make up a brand's identity.
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Positioning involves designing an offer to occupy a distinct place in the minds of target customers. It is a strategic concept that establishes a brand's distinct image. Successful positioning solves customer problems and meets needs in a unique way. It can emphasize functional benefits or symbolic emotional associations. Repositioning changes a brand's status compared to competitors in response to market changes. Successful positioning and repositioning examples include Virgin Airways, Michelin tires, GE renewable energy focus, and Old Spice's "Smell Like a Man" campaign.
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The document discusses product and brand positioning. It defines positioning as determining the exact market location of a product offer based on its distinctive features. Complan was positioned as superior to milk in building health, while Amul milk powder was positioned as a convenient milk substitute, not as superior. Oberoi hotels are positioned as luxury, Hero Honda motorbikes as economy, and Surf as quality. Product positioning involves determining who the target market is, why they should buy the product, and how to communicate the message.
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Brand positioning part 4
Brand positioning is important to communicate consistently within an organization. It can be represented visually with a bullseye diagram showing the brand mantra at the core, key attributes surrounding it, and values/personality on the outer ring. Category membership is also important, and can be conveyed by announcing category benefits, comparing to exemplars, or relying on product descriptors to situate a brand and show what makes it superior.
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This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
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Link to videos
http://www.domovod.info/entry.php?106
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https://www.youtube.com/watch?v=UzS3jUywcQk
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https://www.youtube.com/watch?v=HSi6Pu4qVlE
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https://www.youtube.com/watch?v=tvotlu4wpv8
This set of slides includes the slides from all three videos
Building Brand
The document discusses definitions of a brand and what constitutes a brand identity. It states that the best definition of a brand is that it is "a collection of perceptions in the mind of the consumer." It explains that a brand is intangible and exists through consumers' experiences and perceptions rather than being the product itself. The document also outlines the key components of building a strong brand identity, including defining the brand's core and extended identities through its values, personality, relationships, and products.
Brand identity
This document discusses brand identity and its key elements. It defines brand identity as how a company plans to leverage its brand to achieve its vision, uphold its values, and accomplish its mission. The brand identity prism is introduced as a framework with six facets: capabilities, internal culture/values, noble purpose, brand personality, shared values/community, and aspirational self-image. Examples are provided for each facet using brands like Nike and Adidas. The document also covers sources of brand identity such as products, names, symbols, and advertising.
Chapter 3 (brand positioning)
The document discusses brand positioning and provides guidance on how to effectively position a brand. It emphasizes that positioning is about how a brand is perceived in the mind of the consumer, not about the product itself. It provides examples of positioning statements and discusses the importance of understanding key insights about consumers' needs and beliefs to craft an effective positioning. The document stresses that positioning should be clear, consumer-focused, and competitive to differentiate the brand and be persuasive and sustainable.
Becoming a Leading Edge Brand Consultant
This document discusses branding and how brands appeal to customers on different levels of Maslow's hierarchy of needs. It explains that brands help fulfill customers' basic needs for safety, belonging and esteem, as well as their desires for self-actualization. The document also discusses how brand strategies must consider cultural, economic and environmental factors when expanding into new international markets. It emphasizes that every aspect of the business must align with and authentically project the brand identity and values.
Brand Equity Presentation
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
What's in a Name? The Power of Your Brand
Branding is an often under-utilized tool in the small business owner's tool belt. The methods used to choose and build the brand are not clearly understood leaving a huge marketing opportunity untapped.
Small Business Owners will learn to choose, build and protect the brands they use for their business, products and services. A company's brand can become a very valuable asset if the business chooses it properly and consistently builds it.
- Choosing your names and brands
- Methods for building and using the brand
- How to protect your brands
Brand identity
The document discusses brand identity and its key elements. It defines brand identity as helping to define how a company plans to leverage its brand to achieve its vision, uphold its values, and achieve its mission. The document then outlines the six main facets that comprise brand identity according to Kapferer's Brand Identity Prism model: capabilities, internal culture and values, noble purpose, brand personality, shared values and community, and aspirational self-image. It provides examples for each facet and emphasizes that strong brands are built on a clear set of shared values and vision of how the world could be improved.
Emotional branding
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
Destinationbranding
The document discusses developing a brand identity for Bali Safari Marine Park to attract more visitors and employees. It recommends an eight step process: 1) Define clear objectives, 2) Understand the target audiences, 3) Identify the current brand image, 4) Set the aspirational brand identity, 5) Determine the brand values, 6) Develop the brand narrative, 7) Create consistent brand touchpoints, and 8) Measure success and refine the strategy. The process aims to shift perceptions of BSMP and articulate what it stands for to attract target audiences.
Future-Proofing your Brand
The document discusses how to future-proof brands. It provides examples of how brands like the Louvre museum, Nike, and Starbucks have adapted to remain relevant and appealing to new generations of consumers. The consulting firm, Bharat Bambawale & Associates, helps clients future-proof their brands by focusing on brand purpose, audience, functionality, aesthetics, and enduring appeal. They believe future-proof brands combine business goals with an inspiring purpose, create authentic connections, and innovate to be sustainable and beloved.
Brand Strategy Toolkit
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
Brand strategy toolkit
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing target audiences, developing brand positioning, crafting a brand personality, and creating an integrated marketing communications strategy to ensure consistency across touchpoints.
6th Alex Marketing Club (Brand Positioning) by.Dr.Amany Sabry
This document discusses brand positioning. It begins by defining what a brand is - a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brand identity, image and positioning are explained as how a brand is intended, received and positioned relative to others.
It emphasizes that the customer should be at the center of branding. Brand image is the impression formed in a customer's mind. Why branding is important for companies is discussed. Brand positioning represents a brand's "place" in a market segment based on attributes customers value. Various positioning techniques are covered like umbrella positioning and product repositioning. Criteria for evaluating positioning strategy are provided.
The What, How & Why Of Account Planning.
One practitioner's view of the discipline of Account Planning, based on a 15 year career at top US agencies.
Brand strategy toolkit
The document discusses the importance of developing a clear brand strategy to build and sustain a powerful brand over time. It defines what a brand strategy is and outlines the key components of an effective brand strategy process, including conducting a brand audit, developing target insights, performing competitive assessments, crafting a brand positioning statement, defining the brand personality, and planning brand execution touchpoints. Developing a brand strategy helps ensure consistency in how the brand communicates its message and is experienced by customers.
Brand strategy & building tool kit
This document provides an overview of tools and frameworks for developing an effective brand strategy. It outlines a step-by-step process including conducting a brand audit, defining the brand positioning, developing a brand personality, and creating an integrated communications strategy to ensure consistent messaging across all touchpoints. The goal is to provide a common language and shared understanding of the brand strategy process to help marketers and students implement it within their organizations.
Positioning
The document provides a summary of the key concepts from the book "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. It discusses positioning as owning a piece of the consumer's mind rather than what is done to the product. It also covers finding unique positions inside the consumer's mind, positioning strategies for leaders and followers, the importance of simplicity, insight, and creating a distinctive positioning through clear, consumer-focused branding.
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Brand Position
- 1. BRAND POSITIONING Presented to Submitted by Arun K S Nagarkoti Ashutosh Roy
- 2. What ? Act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind Phillip Kotler Positioning is owning a piece of consumer’s mind Al Ries & Jack Trout
- 3. EXAMPLES Colgateis Protection Lux is Glamour Axe is Sexual Attraction Gillette isQuality
- 8. Find a unique position
- 9. Manipulate what is there in the customer’s mindConcentrate on the perceptions of the prospect, not the reality of the product Al Ries & Jack Trout
- 11. Thanda matalab Coca Cola
- 12. Dar ke Age Jeet hai
- 13. Need long term vision
- 14. Toyota , Apple
- 15. Courage
- 17. Patience
- 18. Maggi noodles
- 19. Subtlety
- 22. Frame of reference – Competitors, Environment, Ethics, etc.
- 23. Key benefits
- 29. Nike
- 31. Disney